Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by Victoria Neufeld, Caitlin Stewart, Erin Collett, and Jeff Lang-Weir.
As the largest demographic, baby boomers, without a doubt, largely influence consumer trends but there’s another group that shouldn’t be forgotten. Millennials are climbing up the ranks and, not to mention, driving social media. This week’s Digital Digest looks at brands that zeroed in on their millennial followers and how they benefited.Digital Digest, Our Ideas
Kraft MiO set out to make a meaningful impact on its target audience – millennial males – as the title sponsor of Toronto music festival, North by Northeast (NXNE). The challenge given to Edelman was relatively simple: turn the sponsorship of NXNE into something newsworthy and original that everyone will talk about.
NXNE – much like its American cousin, South by Southwest (SXSW) – is a fertile yet crowded place for marketing opportunities. Throughout the week of films, panels and five days of concerts from more than 650 bands, festivalgoers were looking for the best gigs, which often take place in pop-up and secret spaces. So we took over a Toronto Transit Commission streetcar and reimagined it as the most original venue the festival had ever seen – The MiO Squirtcar – moving (literally) concerts along the city’s hippest stretch: Queen Street West. Partnering with NXNE and Much, The MiO Squirtcar was an official venue filled with an incredible lineup of acts (Reggie Watts, Macaulay Culkin’s The Pizza Underground, Dragonette, and many others).
This massive undertaking entailed navigating countless logistics, and coordinating a huge creative effort, including naming, designing and illustrating the streetcar’s exterior and much of its interior, producing artwork, and even outfitting staff members. All of this was unprecedented.
The team worked tirelessly in under two months, considering every detail, conducting vigorous media relations, and planning for the unexpected. Ultimately, The MiO Squirtcar ran for four wildly successful nights of shows, with onlookers staring agape as it passed by, music fans running alongside it to get on, and riders dancing and partying throughout the night.
The results of this truly cross-team effort more than exceeded client expectations. The MiO Squirtcar in conjunction with other festival activations secured 31.6 million social media impressions, 30 million paid impressions, and 403 earned media impressions, greatly increasing brand relevancy with millennial males, dominating social media, and making a gigantic impact with media.
Check out some of the highlights in The National Post, Toronto Star, Yahoo, Now Magazine and The Globe and Mail.
In 2011, Canadians spent approximately $4.1 billion on vision care. Optometrists across the country are facing unprecedented and accelerated competition from many players who want to access the vision care market, particularly from online vendors and optical chains. To help Canadians better understand the importance of eye health and need for regular eye exams, the Canadian Association of Optometrists (CAO) and the 10 provincial optometric associations invited Edelman to produce a strategy and execute a three-year national public education campaign.
The goal of the campaign is to increase public awareness of the importance of eye health and to help optometrists maintain and grow their market share in eye exams and dispensing verticals. The first thing Edelman did is develop a brand and tagline for the campaign, branding the doctors themselves: Doctors of Optometry Canada or DOC for short, with the tagline, Healthy Eyes. Doctor Delivered. Over the first year of the campaign, we produced and distributed more than 2.5 million pieces of branded collateral – including multiple brochures, rack cards, window decals, posters and branded signage – to approximately 4,500 Doctors of Optometry across the country.
We also developed a mobile-friendly national website, with 10 provincial sub-websites and a search tool with mapping functions that enabled visitors to easily find a Doctor of Optometry anywhere in Canada. The site features an online eye health library containing the most comprehensive information and resources on eye health. Other digital assets included an ‘Ask a Doctor’ Facebook page, and branded YouTube content with patient video stories, which helped amplify the message.
Edelman depended on earned media to drive traffic to online channels and maximize message exposure.
In its first year, the campaign garnered more than 128,000 unique visitors to the website, with one in four visitors using the Find a Doctor tool. DOC’s Facebook following includes 65,930 fans, with a weekly average of 357,000 Facebook users seeing content associated with the DOC page. Patient and doctor videos on DOC’s YouTube site have garnered 233,600 views. Across several platforms, we have achieved over 109 million paid and earned media impressions via Rogers Media online and print magazines.
After the 2013 NHL lockout forced Kraft Hockeyville to hang up its skates, Edelman was challenged in 2014 to breathe new life into the program’s eighth season and reawaken excitement for a campaign that had gone dark for a year.
An Edelman poll revealed that 91 per cent of Canadian hockey parents agree the local rink is the social hub of their community. But more than half of respondents said their arenas were in need of repairs. These results helped Edelman create a strong tension point: Canadian families care about local rinks, but witihout renovation or repair we risk losing these important social hubs. By preserving local rinks, Kraft Hockeyville provides hockey lovers across the country with a much-needed solution.
Kraft Hockeyville launched at the historic site of the Victoria Skating Rink, the first indoor venue to house a hockey game and award the Stanley Cup. Now a parking lot, the location provided a real life example of what can happen if we choose not to invest in our local rinks. Former Montreal Canadiens’ player Patrice Brisebois participated in media interviews and skated with consumers on-site. Simultaneously, a media tour with hockey legend Wendel Clark was executed in Toronto with broadcast, radio and print opportunities. Interviews raised awareness of the new program, highlighting Kraft’s support of community initiatives, and communicated $1 million in prizing and encouraged program nominations. Edelman also conducted media relations via the Kraft Hockeyville Ambassadors – five current NHL players whose hometowns are within the five regions of Canada –to spark continued interest.
Social media content was developed for Facebook and Twitter each month, from launch to winner announcement, with peak involvement during nomination and voting phases. Highlighting Canada’s love of hockey to support each phase was paramount to garner the successful reach and engagement the communities experienced throughout the program.
Kraft Hockeyville 2014 saw a record-breaking total of 532 communities nominated and an overwhelming 15,971,095 total votes were cast by Canadians over three voting periods. Sixteen communities received prizes including the grand prize winning community Sylvan Lake, AB, which was announced by NHL Commissioner Gary Bettman from New York City on April 5, 2014. A total of over 169 million earned impressions were garnered for the program, surpassing the goal by more than 120 per cent.
Ontario Graphite Ltd. (OGL), an upstart graphite mining company adjacent to Algonquin Park, asked Edelman to lead a community relations campaign to obtain regulatory and social licences needed to re-commission the Kearney Graphite Mine. These permits were necessary to launch operations within the community. Edelman assisted OGL in crossing many hurdles, including complex regulatory, political, community and environmental requirements.
Edelman’s community relations strategy was audience-driven, effectively telling OGL’s story and tying tactics to each audience. Edelman booked and successfully prepared OGL for meetings and created supporting materials, allowing an easy decision for government. Mine tours and one-on-one meetings were held to engage key community influencers. OGL participated in traditional ceremonies, visits and tours with five First Nations reserves, and signed Memorandums of Understanding outlining the details of a partnership. Media relations secured positive stories about OGL, highlighting the company’s commitment to the local community and environmental stewardship. The central piece that brought all community audiences together was the Kearney Community Information Meeting, which offered an opportunity for the public to get project updates and have questions answered.
By engaging all stakeholders, Edelman accomplished the following results:
• The Ontario government issued permits within a month of the meetings Edelman set-up and prepared materials for.
• Environmental groups publicly endorsed OGL’s environmental practices and its operations. “The Ontario Graphite people seem to be in sync with many of the core values we hold. They believe in community, water quality and so does POWR MAG.”
• Three front page stories in the local Kearney community paper, reinforcing key messages and providing project updates: “Generations of jobs,” “Hopes abound for region with potential to be the next graphite leader in the world,” “Mine set for fall opening”
• 50 people (from a community of 800) attended the community information meeting, including residents, First Nations, and environmental advocates. All left with a positive outlook on the project. The local newspaper published a front page story entitled “Excitement growing over graphite mine.”
The campaign has also won several awards, including the Canadian Public Relations Society ACE Awards 2014 Best PR Campaign of the Year and Community Relations Campaign of the Year.
Edelman Toronto is seeking a proven strategic research professional with experience in both traditional market research techniques as well as the latest online data collection and analytics tools to lead a specialty group within our office.
Reporting to the Senior …
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Thursdays. This week’s edition of Digital Digest was edited by, Erin Collett, Meghan Sharp, Lauren Gross, Jeff Lang-Weir, Alison Fleming and Matt Hayles.
Note from the (former) editors: In celebration of this, the 200th edition of Digital Digest, we thought it would be a good time to let you all know why we have put our pixilated hearts and souls into this little piece, week after week. “The Digest”, as we affectionately refer to it, allows for us digi-nerds to come together once a week and discuss our professional passion. It’s also completely led by junior staff, and we’d like to give a big thank you to Erin Collett for carrying on the torch. We hope you continue to enjoy our output. –Matthew and Alison.
We are very excited that this is our 200th Digital Digest! We started this blog back in 2010 and as the digital world evolved, so have we. Going forward, Digital Digest is going to Show Up Differently, moving our publication to Thursdays of each week. To mark this change, what’s more fitting than a #TBT: Digital Digest #1 (where we mull over the concept of an app called ‘UberCab’ and discuss Calgary’s new mayor, Naheed Nenshi).
In light of this bi-centennial milestone, we decided to highlight a few campaigns showcasing one of our favourite art forms – storytelling. But enough about us, let’s take a look at some notable campaigns that passed the mic over to the consumer and gave them a platform to share their story.Digital Digest, Our Ideas
Le bureau d’Edelman Montréal veut combler un poste de Développeur Interactif
Le titulaire du poste devra compter au moins deux ans d’expérience pertinente en développement web. Cette personne maîtrisera parfaitement les outils de base utilisés en intégration multimédia …
Creativity and inspiration come from different places for each of us, and during the day our creative outlet is our work. However, for many of us, it doesn’t stop there and after work we find other ways of expressing our creativity, thoughts and perspectives. With that in mind, the Creativity Committee – whose purpose is fuel creativity and innovation across the office – wanted to give our fellow colleagues the opportunity to reveal their artistic side and inspire us all to think, and create, in different ways. We invited Edelman Toronto to submit their works of art to be displayed in the office. The first EdelArtist Gallery (located in our front lobby) opened a few weeks ago with works from three EdelArtists: Evan Davis’ amusing photograph Cat Scratch depicts a tabby spinning his heart out; Amanda Lazarovitz’s remarkable jewelry creations (which many women in the office want to buy) sparkle in the sunlight; and Adam Weitner’s photo series Into the Wild recounts scenes from his recent trip to Berlin. We hope the EdelArtist Gallery is inspiring to others and we’re looking forward to the next display this fall.Our Ideas
“As we continue to rebuild from the global recession, we are seeing a shift in societal and consumer attitudes. According to the 2014 Edelman Trust Barometer, 84 per cent of respondents believe that business can pursue its self-interest while doing good work for society.”
In the weekend edition of the Vancouver Sun, Chris Dobrzanski wrote about the Canadian economy post-recession and opportunities businesses should take hold of in order to bounce back. Read the full article here.October 8, 2014 in External posts, Our Ideas
October 7, 2014 in External posts, Our Ideas
“Jacobson played a big part in ushering in a new era for the NDP, designing an iOS app for the Party, helping run digital town halls that combined Twitter, Google hangouts and YouTube and leading the design of a template for new websites now used by 86 members of parliament.
As Edelman’s first digital public affairs hire, Jacobson is now tasked with bringing new digital advocacy tools to clients ranging from organizations and associations to politicians. Outside the political realm, she also teaches a course on the designer’s role in social change at OCAD University.”
Erin Jacobson, vice-president, digital public affairs at Edelman, has been named to Marketing Magazine’s 30 Under 30 for 2014 in Canada. Read the full article here.
Lisa Bednarski Joins Today as SVP, Planning
October 6, 2014, TORONTO – Lisa Bednarski joins Edelman Toronto today as the firm’s senior vice-president, planning. Bednarski brings a strong track record of delivering insightful strategy and powerful creative concepts to the role, and will work closely with executive creative director Jordan Doucette to continue to elevate the agency’s planning and creative offering.Our Ideas
Digital Digest: What Edelman Canada is reading in digital marketing, technology and strategy. Fresh links served up Fridays. This week’s edition of Digital Digest was edited by, Meghan Sharp, Erin Meagher, Lauren Gross and Erin Collett.
Brands became our friends long ago. Connecting with us on every platform, engaging us and understanding our temperaments, just like our ‘real life’ BFFs. As a marketing tool, this works. If brands are part of our inner circle, we accept them with open arms, tout them to others and support them with passion. But can they get too close? Become the clingy friend that never lets up?
This week we examine the complexity behind brands (and apps!) that market themselves as our friends, but have perhaps become a wee bit too close for comfort… Read more »October 3, 2014 in Digital Digest, Our Ideas